Motor Expo 2026

Toyota (Toyota) revealed that the car market for the first half of 2025 had cumulative total sales of 302,694 units, a decrease of 1.7% compared to the same period last year. The overall sales forecast for 2025 is 600,000 units.

Suphakon Rattanawarahah, Executive Vice President of Toyota Motor Thailand Co., Ltd., revealed that the car market for the first half of 2025 had sales of 302,694 units, a decrease of 1.7% compared to the same period last year. The passenger car market segment had cumulative sales of 117,482 units, down 1.5%. The commercial vehicle market saw sales decrease by 1.8% with 185,212 units, and the 1-ton pickup truck market had sales of 94,715 units, a significant drop of 12.7%. For the xEV market, total sales were 132,493 units, accounting for 43.8% of the total car market, growing by 21.8% compared to the same period last year. HEV car sales stood at 67,202 units, which is at the same level as last year, while BEV car sales were 56,529 units, growing by 54.5% 

In June 2025, sales reached 50,079 units, an increase of 5.1% compared to the same period last year. The passenger car market segment grew by 9.4% with sales of 19,397 units. The commercial vehicle market also increased by 2.5% with sales of 30,682 units, and the 1-ton pickup truck market had sales of 15,307 units, a decrease of 8.2%. For the xEV market, total sales were 21,915 units, accounting for 43.7% of the total car market, growing by 30.6% compared to the same period last year. HEV car sales grew by 11.6% with 11,034 units, while BEV car sales were 9,743 units, an increase of 59.9% 

For July, sales tend to remain flat or decrease compared to the same period last year, due to overall economic factors and a slow recovery in consumer confidence. Business and household confidence may decline or delay investment and spending, awaiting clarity on various aspects from the trade agreement situation between the United States and its trading partners, as well as the uncertainty surrounding the Thai-Cambodian border conflict.

Suphakon Rattanawarahah added that in the first half of the year, Toyota's total car sales were 113,889 units, accounting for a market share of 37.6%. Specifically, in the 1-ton pickup truck market (Pure Pickup + PPV modified pickup trucks), total sales were 42,430 units, holding a market share of 44.8% in this vehicle segment. Passenger car sales were 39,644 units, with a market share of 33.7%. Furthermore, Toyota sold 31,793 hybrid vehicles, which is 24% of the total xEV market sales.

The overall picture of the Thai automotive industry in the first half of 2025 shows signs of improvement compared to the latter half of the previous year. Total sales for the first half of 2025 were 302,694 units, a slight decrease of only 1.7% compared to 2024. Toyota still forecasts the market level for 2025 to be at 600,000 units. For Toyota, the sales target is set at 231,000 units, an increase of 5%, creating a market share of 38.5% of total car sales. In the second half of the year, Toyota plans to launch several new products in both the passenger car and commercial vehicle segments, as well as the xEV market, which is popular among Thai customers, to sustainably promote the growth of the Thai economy and automotive industry.

Car Sales Volume, June 2025

1. Total Car Market Sales Volume: 50,079 units, up 5.1%                       
1st Place Toyota 19,105 units, up 3%, market share 38.1%
2nd Place Isuzu 5,625 units, down 20.5%, market share 11.2%
3rd Place Honda 5,149 units, down 15.9%, market share 10.3%

2. Passenger Car Market Sales Volume: 19,397 units, up 9.4%                                  
1st Place Toyota 6,575 units, up 22.4%, market share 33.9%
2nd Place Honda 3,130 units, down 7.4%, market share 16.1%
3rd Place Mitsubishi 876 units, down 48.3%, market share 4.5%

3. Commercial Vehicle Market Sales Volume: 30,682 units, up 2.5%                                 
1st Place Toyota 12,530 units, down 4.9%, market share 40.8%
2nd Place Isuzu 5,625 units, down 20.5%, market share 18.3%
3rd Place Honda 2,019 units, down 26.4%, market share 6.6%

4. 1-ton Pickup Truck Market (Pure Pickup and PPV modified pickup trucks*) Sales Volume: 15,307 units, down 8.2%  

1st Place Toyota 7,099 units, down 10.6%, market share 46.4%
2nd Place Isuzu 4,756 units, down 22.6%, market share 31.1%
3rd Place Ford 1,399 units, down 14.5%, market share 9.1%
*Sales volume of modified pickup trucks (in the 1-ton pickup truck market) 4,032 units 
Toyota 1,258 units - Isuzu 988 units - Ford 578 units - Mitsubishi 129 units - Nissan 33 units

5. Pure Pickup Truck Market Sales Volume: 11,269 units, down 19.9%                                  
1st Place Toyota 5,841 units, down 16%, market share 51.8%
2nd Place Isuzu 3,768 units, down 29.3%, market share 33.4%
3rd Place Ford 821 units, down 23.1%, market share 7.3%      

Car Sales Statistics, January-June 2025

1. Total Car Market Sales Volume: 302,694 units, down 1.7%                            
1st Place Toyota 113,889 units, down 2.1%, market share 37.6%
2nd Place Isuzu 37,506 units, down 18.9%, market share 12.4%
3rd Place Honda 35,355 units, down 18.7%, market share 11.7%

2. Passenger Car Market Sales Volume: 117,482 units, down 1.5%                                 
1st Place Toyota 39,644 units, up 19.2%, market share 33.7%
2nd Place Honda 19,672 units, down 20.1%, market share 16.7%
3rd Place Mitsubishi 5,915 units, down 40.2%, market share 5%

3. Commercial Vehicle Market Sales Volume: 185,212 units, down 1.8%                     
1st Place Toyota 74,245 units, down 10.6%, market share 40.1%
2nd Place Isuzu 37,506 units, down 18.9%, market share 20.3%
3rd Place Honda 15,683 units, up 16.9%, market share 8.5%

4. 1-ton Pickup Truck Market (Pure Pickup and PPV modified pickup trucks*) Sales Volume: 94,715 units, down 12.7%
1st Place Toyota 42,430 units, down 14.6%, market share 44.8%
2nd Place Isuzu 32,804 units, down 19.2%, market share 34.6%
3rd Place Ford 9,400 units, down 16.7%, market share  9.9%
*Sales volume of modified pickup trucks (in the 1-ton pickup truck market) 20,714 units 
Toyota 7,294 units - Isuzu 6,183 units - Ford 3,717 units - Mitsubishi 888 units - Nissan 269 units

5. Pure Pickup Truck Market Sales Volume: 73,995 units, down 17.4% 
1st Place Toyota 35,136 units, down 17.7%, market share 47.5%
2nd Place Isuzu 26,621 units, down 23.2%, market share 36%
3rd Place Ford 5,683 units, down 19%, market share 7.7%